Top ten ads of the week: John Lewis thwarted by Ant and Dec's Morrisons Christmas feast

Morrisons: joint first place with John Lewis
Morrisons: joint first place with John Lewis

Counting down the ten most recalled ads, in association with TNS and Ebiquity.

John Lewis' acclaimed Christmas TV ad about the friendship between a bear and a hare has been forced to share top spot in this week's top 10, with Morrisons' all-singing and dancing creative featuring Ant and Dec joining it in equal first place.

The chart is awash with Christmas ads, with Marks & Spencer's fairytale-inspired campaign in fourth place and Tesco's ad charting a family history in sixth spot.

Brand: John Lewis

Agency/TV Buyer: adam&eve/DDB/Manning Gottlieb OMD

Recall: 58%

Brand: Morrisons

Agency/TV Buyer: DLKW Lowe/MEC

Recall: 58%

Brand: Argos

Agency/TV Buyer: CHI & Partners/Mindshare

Recall: 51%

Brand: Marks & Spencer

Agency/TV Buyer: RKCR/Y&R/Walker Media

Recall: 50%

Brand: Amazon, Kindle Fire

Agency/TV Buyer: in-house/Initiative

Recall: 49%

Brand: Tesco

Agency/TV Buyer: Wieden + Kennedy/Initiative UK

Recall: 46%

Brand: Benylin

Agency/TV Buyer: JWT/MEC

Recall: 43%

Brand: Very.co.uk

Agency/TV Buyer: St Luke's/OMD

Recall: 36%

Brand: Lidl

Agency/TV Buyer:  TBWA\London/M2M

Recall: 36%

Brand: Vodafone

Agency/TV Buyer: Grey London/OMD

Recall: 33%

Adwatch research was conducted from 28 November - 2 December 2013 by TNS as part of its twice-weekly OnLineBus omnibus among 1000 adults aged 16-64. For details of the survey, contact Anita.Emery@tnsglobal.com (020 7656 5900). Ads were compiled by Ebiquity (020 7650 9700) and Mediaedge:cia UK (020 7803 2000).

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